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Taqwa Hariguna, Ade Maharini Adiandari and Athapol Ruangkanjanases
The purpose of this study is to examine the role of trust and perceived value (PV) in customer intentions to adopt mobile money application (MMA) services. Trust and PV…
The purpose of this study is to examine the role of trust and perceived value (PV) in customer intentions to adopt mobile money application (MMA) services. Trust and PV were broken down into various dimensions. This study investigated the two-component base trusts, namely, economic and service, and also PV as an antecedent.
This study involved 402 respondents selected through the interception and online survey approach and had five hypotheses. The structural equation model was used to test the hypothesis of this study.
The findings showed that the PV was related to the customer’s intention to use MMA services and economy-based trust. Trust in service providers and economic-based trust were positively related to customer intentions to use MMA services.
Although the concept of MMA has been explored in several literatures, the role of trust and PV in the use of MMA has not been of much concern among researchers. In addition, this study described PV as a construction with five supporting dimensions. The current literature showed that the integration of PV with construct trust was still lacking in attention from researchers especially the study of MMA.
For practitioners, these findings confirmed that MMA service providers need to convince customers of protection to money and personal information. Also, providers need to ensure that the use of MMA provides cost and time effectiveness. Besides, it is important to ensure the services provided to customers are the fastest way to carry out financial transactions, in this case, including payment and retail purchases. This finding also showed that PV related to MMA services needs to be studied from a customer perspective, focusing on four aspects of ethics, playfulness, customer return of investment and excellent service. Therefore, handling PV in these services requires specific strategies to deal with these various aspects.
This study integrated two dimensions of trust, thus economic trust and service trust, the authors also integrated dimension of PV as the antecedent of two dimensions of trust, to understand the dimension of intention use MMA.
Shih-Chih Chen, Tung-Hsiang Chou, Tanaporn Hongsuchon, Athapol Ruangkanjanases, Santhaya Kittikowit and Tse-Ching Lee
In this era of smartphone applications, brands are actively developing applications to occupy the consumer’s mobile phone space, adding many practical functions to their…
In this era of smartphone applications, brands are actively developing applications to occupy the consumer’s mobile phone space, adding many practical functions to their applications to increase brand exposure or consumer interest in the brand. Augmented reality (AR) has evolved rapidly in the past decade because of technological breakthroughs, making AR no longer an untouchable technology, but one that can be easily used on almost every phone. Therefore, this study aims to combine extended customer experience with AR marketing activities to explain and predict usage and purchase intention.
The eight key factors integrated into the extended customer experience are used as environmental stimulation factors, and Wanna Kicks and FitGlasses are used as experimental environments. A total of 193 valid samples were collected from users with AR experience. The empirical data is processed and verified by partial least squares in this study.
Customer experience has received increasing attention in the field of marketing research. This study developed a model to evaluate the antecedents and consequences of AR marketing activities by systematically adding customer experience, continuance intention, purchase intention and customer engagement, and then linking them to the AR application environment. This study presents the academic and practical implications, which can provide future research directions and references for brand marketing strategies and AR applications.
This study adds interactivity, vividness, perceived usefulness and novelty to the extended concept of customer experience. Therefore, the authors proposed that the extended customer experience can be used to measure the perceptions related to AR applications. This study is expected to provide scholars and practitioners in AR fields with a better understanding of the causes and consequences of customer experience with innovative technologies and to suggest effective marketing recommendations.
在这个智能手机应用时代, 品牌积极发展能占据消费者的手机空间的应用软件, 在已有的应用软件上增加了许多实用性功能来增加品牌曝光或消费者对品牌的兴趣。增强现实 (AR) 在过去十年中由于技术突破从而发展迅速, 让AR不再触不可及, 而是几乎可以在每部手机上轻松使用的技术。因此, 本研究通过结合 AR 营销活动以及延展顾客体验, 来以解释和预测用户使用和购买意向。
本研究用延展顾客体验模型中的八项关键因素来作为环境刺激因素, Wanna Kicks 和 FitGlasses 用作实验环境。 本研究从具有 AR 经验的用户那里收集193个有效样本。数据通过偏最小二乘法来进行处理和验证。
客户体验在营销领域受到越来越多的关注。本研究通过系统地添加客户的 体验、持续意向、购买意向和客户参与度, 然后将它们链接到 AR 应用环境来评估AR 营销活动的前因和后果来建立了一项模型。本研究提出了学术和实践意义, 可以提供未来的研究方向品牌营销策略和AR应用提供参考。
这项研究对客户体验扩展概念增加了交互性、生动性、感知有用性、以及新颖性。因此, 我们建议延展客户体验模型可运用于衡量与 AR 应用相关的用户感知。本研究旨在为学者和AR领域的从业者关于创新技术的客户体验的因果提供更进一步的认知, 并提出有效的营销建议。
Mauricio Carvache-Franco, Aldo Alvarez-Risco, Wilmer Carvache-Franco, Orly Carvache-Franco and Shyla Del-Aguila-Arcentales
Coastal cities offer great ecological, cultural and economic benefits due to their tourism potential. The objective of this research is to (1) identify tourists'…
Coastal cities offer great ecological, cultural and economic benefits due to their tourism potential. The objective of this research is to (1) identify tourists' post-pandemic motivations, (2) establish a post-pandemic demand segmentation and (3) determine the relationship between post-pandemic segments and loyalty.
This study was carried out in Lima, Peru, a tourist destination on the Pacific Ocean coast. The sample was collected between June and July 2020, during the coronavirus disease 2019 (COVID-19) pandemic. In total, 354 valid questionnaires represented the sample size of this quantitative study. For data analysis, factor analysis and K-means non-hierarchical clustering were used.
The results show four post-pandemic motivational dimensions in coastal cities: “novelty and escape,” “learning and culture,” “destination safety” and “service safety.” Likewise, there are two post-pandemic segments in coastal cities: “safety seekers” who want to feel safe at the destination and with its services, and “multiple motives,” motivated by several reasons simultaneously, such as safety, novelty and escape, and learning and culture. The multiple motives group shows higher return intentions, making it a crucial post-pandemic segment in coastal cities.
The limitations of the present study were the online sampling and the timing when collecting the data since the demand can vary due to seasonal reasons.
Since coastal cities have natural and cultural attractions appealing to many travelers, they should adopt the necessary biosecurity measures to attract the safety seekers’ segment, who wants to feel safe at the destination and with its services. Similarly, the multiple motives’ segment favors safety over other recreational activities in the coastal area, so it is necessary that activities such as sports on the beach, walks, observation of flora and fauna, navigation and interaction with the community, meet the required biosecurity standards.
The results will be used to plan the following actions in coastal destinations and meet the tourists’ demands when this health crisis ends.
In this context, up to date, demand segmentation by motivations in coastal cities during the COVID-19 pandemic has not been investigated. Such a study will help to obtain post-pandemic results regarding the tourism demand for these destinations. To date, there are no studies in coastal cities that analyze demand segmentation and its motivations for the post-COVID-2019 pandemic.